Decking streets to boost a jolly image

Suburbs see posting holiday decorations as good for business

December 21, 2006|By Denise Linke, Special to the Tribune. Freelance reporter David Sharos contributed to this report.

Hoping to bring the holiday spirit home to local residents--and boost foot traffic in local shops--many western suburbs have turned holiday decorating into a major affair.

Wheaton's holiday decorating budget has soared gradually from roughly $1,000 in the 1970s to nearly $60,000 this year, said Public Works Director Joseph Knippen.

"When I first came here 36 years ago we put lit wreaths on the light poles. Then the merchants requested that we string lights from pole to pole," Knippen said. "Later, when we planted sidewalk trees downtown, they asked us to light the trees. It provides a holiday atmosphere and, hopefully, brings more people to shop here."

Area chamber of commerce officials say lights and banners help draw in shoppers.

"People want to shop someplace warm and friendly where they can feel the spirit of the season," said Downtown Wheaton Association manager Jeane Garza. "When they drive through our downtown and see all the lights, it gives them that hometown feeling that makes them want to stop and spend some time here."

Some towns partner with local business associations to share the costs of decorations and holiday civic events that also act as sales promotions.

The alliance represents four groups in Glen Ellyn, including the village, the Chamber of Commerce, the Glen Ellyn Economic Development Corp. and a collection of downtown retailers. In July, each group committed $10,000 to help fund special events for a year to promote the village and its merchants.

Janie Patch, executive director of the alliance, said new activities have been featured in downtown Glen Ellyn this season, including horse-drawn carriage rides, a roving Santa with elves, carolers, storefront decorations and a mitten tree.

Complimentary gift-wrapping also has been offered, and specially decorated display trees will be given away a few days before Christmas.

The alliance agreed to fund events for the next three years and then evaluate the impact of its efforts.

Although only 15 percent of Glen Ellyn's sales tax revenue comes from its downtown shopping district, finance director Jon Batek said promoting downtown during the holidays contributes to the village's general welfare.

"Most of our sales taxes come from the automobile dealers in the Roosevelt Road corridor, but that's not necessarily what we want people to think of when they think of our town," he said. "Having a warm, friendly downtown where people can come and socialize while they shop helps promote the village as a nice place to live."

Geneva, too, uses its downtown holiday decorations to court residents, not just the out-of-town visitors and tour buses that descend on its retail areas near 3rd and State Streets each December.

The Public Works Department installs the decorations each year, and the Geneva Chamber of Commerce pays for them using proceeds from the city's annual Christmas Walk house tour, said Chamber Executive Director Jean Gaines.

The $40,000 annual price tag also includes horse-drawn carriage rides, free refreshments for visitors during Christmas Walk weekend and weekend visits from Santa Claus throughout December.

"Many of our residents drive through downtown several times a day, so we want them to enjoy making that trip," Gaines said. "If we did not decorate downtown, it would look pretty dowdy. ... People this time of year aren't just shopping to buy things; they're looking for a fun holiday experience."